If you get up every day and read through industry media, news media, and social media, then you have a pretty good idea of how busy it is within the corporate communications group. While they can’t control it all, they try to monitor it all. The role of a communications team has shifted from a steady stream of messaging to an ocean of information that’s unruly to manage and can shift like the tides on any given day.

In response, communications teams manage industry conferences, analyst calls, media interviews, and town hall keynotes. These teams write the scripts, create the visual concepts, and oversee all the supporting details.

But, it could all fall flat if the executive isn’t ready to deliver the message and take center stage.